The global mobile commerce market size was $459 billion in 2018 and is expected to cross $693 billion in 2019. Given this 51% YoY forecasted increase in mobile commerce transactions, it is important for retailers to start paying attention to it.
According to eMarketer, mobile commerce constitutes ~63% of total online retail sales and that share is expected to reach 73% by 2021.
This means that mcommerce is more important now than ever before, and its importance is only going to grow further.So, how exactly can you use this to your advantage?
By investing in mobile commerce and building a mobile website that minimizes mobile shopping cart abandonment and maximizes mobile sales conversions.
How to Ace Your Mcommerce Game
We now know the importance of mobile commerce for online retailers. However, winning at mobile commerce is not as easy as it seems. It is especially difficult since a big majority of mobile shoppers abandon their mobile shopping carts without making a purchase.
According to a Barilliance study, the mobile shopping cart abandonment rate is much higher than that on any other device. During the Black Friday sale of 2017, the mobile shopping cart abandonment rate was 77.8%, compared with a 67.1% desktop cart abandonment rate.
So, it becomes essential for online retailers to ensure that they have a solid mcommerce strategy that drives conversions. And providing a good mobile shopping experience is key for that.
Let’s take a look at some of the best strategies that you can use to deliver a great mobile shopping experience and win at mcommerce:
1. Build a Mobile-Friendly Website
The most crucial element in your mcommerce strategy should be creating a website that is optimized for mobile devices. Mobile shopping cart abandonment is a key challenge faced by online retailers today and can be easily avoided by creating a mobile-friendly website.
Ways to Make Your Website Mobile-Friendly
- Use a responsive site design that is easily viewable across devices.
- Include a viewport meta tag to provide your browser the instructions to ensure that the page fits the screen.
- Use larger font and button sizes, so that your users do not need to zoom in to read your content while using a mobile device.
- Use tools like Bootstrap to automatically scale your web pages for any device.
- Keep your mobile website layout simple and easy-to-use.
- Optimize your website’s images and image sizes to ensure that they load fast even on a mobile device.
- Improve your mobile website’s speed by minimizing redirects, optimizing images, improving server response time etc.
Use a mobile-first approach while designing your website and see its impact on sales conversions.
2. Optimize Your Checkout Page to Avoid Mobile Shopping Cart Abandonment
One of the key reasons why so many people abandon their mobile shopping carts is that they find shopping on mobile websites inconvenient. In fact, according to Dynamic Yield, only 12% of customers find mobile shopping convenient.
A long, slow, or complicated checkout page is one of the main causes for this inconvenience. So, to improve your users’ mobile shopping experience and drive more conversions, you need to optimize your mobile checkout page.
How to Optimize Your Mobile Checkout Page
- Avoid long checkout pages and keep the layout as simple and short as possible.
- Provide your mobile shoppers the option to avoid registering altogether and make the purchase as a guest.
- Provide the option to login using Facebook or Google as that can save a lot of time for shoppers and can reduce mobile shopping cart abandonment.
- Ensure that you have a secure payment page as a lot of shoppers abandon their mobile shopping carts due to security concerns.
- If there are any promo codes that are applicable for a particular order, apply those automatically to avoid having shoppers go through the hassle of typing the codes.
- Provide all information on shipping charges beforehand, so that shoppers don’t feel cheated when they reach the payment page.
- Also, provide multiple delivery options so that users can pick the one that suits them best.
- Provide a variety of payment options to make it easier for customers to make purchases. Adding a mobile wallet would be especially helpful for mobile shopping as it makes the payment process much easier and faster.
Check out the checkout page of online retailer, ASOS. By showing the shipping charges upfront they removed any consumer concerns or hurdles to purchase. Additionally, they provided the option to log in through social media accounts to ease the checkout process.
Image Source: ASOS
These are just some of the numerous ways in which you can optimize your mobile website’s checkout and payment process. Use these tips and see your mobile commerce sales go high.
3. Optimize Your Product Pages
Your product pages are what ultimately drive a potential customer’s purchase decision and, hence, should be optimized to drive conversions.
Also, a lot of people, especially the ones searching for a specific product, land directly on product pages without going through the home page. So, product pages are often your one shot at getting sales conversions.
Best Ways to Optimize Your Mobile Website’s Product Pages
- Use quality pictures, but of a smaller size so that they do not take time to load. Also, optimize the image dimensions to make those more mobile-friendly.
- Provide product recommendations to help your mobile shoppers find relevant products. Since navigating a website is anyway slightly difficult on mobile than on desktop, several users actually like to see recommendations.
- Add product features and benefits, but in a bulleted format that is easy to read on a mobile device. Majority of customers read product details before making a purchase decision and, hence, it is important to provide these even on your mobile website.
- Provide product reviews and ratings at the bottom of the product pages to help users make their purchase decision. According to an eMarketer report, 24.4% of shoppers always check reviews before buying a product, while 40.8% often check reviews.
Musician’s Friend has one of the best mobile product pages, with all the above-mentioned features.
They keep good quality, mobile-optimized product images, provide all product information in an easy-to-read format, and also provide customer reviews. They also provide product recommendations at the bottom of the page.
Image Source: Musician’s Friend
Mobile commerce is growing leaps and bounds and will continue to outpace ecommerce in the future as well. However, in order to get the best out of your mcommerce initiatives, you need to overcome the glaring issue of mobile shopping cart abandonment.
The techniques detailed in this article will help you lower your mobile shopping cart abandonment rate and provide a good mobile shopping experience to your customers. They will also help you drive sales conversions from your mobile website.
Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic, and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.